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2009
Results of the
Camosun College
Food Services Survey:
Urban Diner, Campus Caf
and Java Express Anny Schaefer
Educational Research and Planning
May 2009
CONTENTS Overview ........................................................................................................................................................................ 1
A comment on food prices ............................................................................................................................................ 2
Demographic profile ...................................................................................................................................................... 3
The coffee question ....................................................................................................................................................... 4
Overview: Satisfaction with the four food outlets ........................................................................................................ 6
Methods of analysis and implications for management ............................................................................................... 7
Gap analysis ............................................................................................................................................................... 7
Management Action Matrix ...................................................................................................................................... 8
Campus Caf results ........................................................................................................................................................ 9
Campus Caf: Demographics ....................................................................................................................................... 9
Overall satisfaction with Campus Caf ...................................................................................................................... 10
Campus Caf: Improvement ...................................................................................................................................... 11
Campus Caf: Reasons for patronizing ...................................................................................................................... 12
Campus Caf: Frequency of purchase ....................................................................................................................... 13
Campus Caf: Usual amount spent............................................................................................................................ 13
Campus Caf: What do you like best? ....................................................................................................................... 14
Campus Caf: What would you recommend to make your experience better? ....................................................... 15
Campus Caf: Gap analysis ........................................................................................................................................ 16
Campus Caf: Report card, 2009 ............................................................................................................................... 18
Campus Caf: Suggested actions, 2009 ..................................................................................................................... 19
Campus Caf: Ratings compared to previous years .................................................................................................. 20
Urban Diner results ...................................................................................................................................................... 21
Urban Diner: Demographics .................................................................................................................................... 21
Overall satisfaction with Urban Diner...................................................................................................................... 22
Urban Diner: Improvement ..................................................................................................................................... 23
Urban Diner: Reasons for patronizing ..................................................................................................................... 23
Urban Diner: Frequency of purchase ....................................................................................................................... 24
Urban Diner: Usual amount spent ........................................................................................................................... 24
Urban Diner: What do you like best? ...................................................................................................................... 25
Urban Diner: What would you recommend to make your experience better? ...................................................... 26
Urban Diner: Gap analysis ....................................................................................................................................... 27
Urban Diner: Report card, 2009 .............................................................................................................................. 29
CONTENTS (continued)
PAGE | II
Urban Diner: Suggested actions, 2009 .................................................................................................................... 30
Urban Diner: Ratings compared to previous years .................................................................................................. 30
Urban Diner: Ratings 2005-2009 ......................................................................................................................... 31
Java Express results ..................................................................................................................................................... 32
Java Express Demographics ..................................................................................................................................... 32
Overall satisfaction with Java Express ..................................................................................................................... 33
Java Express: Improvement ..................................................................................................................................... 34
Java Express: Reasons for patronizing ..................................................................................................................... 35
Java Express: Frequency of purchase ...................................................................................................................... 36
Java Express: Usual amount spent ........................................................................................................................... 36
Java Express: What do you like best? ...................................................................................................................... 37
Java Express: What would you recommend to make your experience better? ...................................................... 38
Java Express: Gap analysis ....................................................................................................................................... 39
Java Express: Report card, 2009 .............................................................................................................................. 41
Java Express: Suggested actions, 2009 .................................................................................................................... 42
Java Express: Ratings compared to previous years ................................................................................................. 42
Java Express: Ratings 2006-2009 ......................................................................................................................... 43
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 1 MAY 2009
OVERVIEW In the past five years, members of the Camosun College community have been invited to comment on cafeteria
services four times—in 2005, 2006, 2008 and, most recently, in February 2009. The year 2009 marks a significant
watershed, with Aramark Catering Services taking over from Chartwells. As in years past, the contractor operates
three of the College’s four food outlets (Campus Caf at the Lansdowne campus and Urban Diner and Java Express
at Interurban), while Helmut Huber Cook Training/Culinary Arts Cafeteria is operated as part of the Culinary Arts
program.
This year, all survey responses were web-based, compared to 38% in 2008, when paper surveys were distributed in
each location over a one-week period in addition to the web survey being open for 12 days. To be as inclusive as
possible, all staff members as well as all students from the Fall 2008 and Winter 2009 terms—including those who
had enrolled in only one Continuing Education course—received an e-mail invitation to complete an online survey.
Online authentication limited responses to one per person, although each individual was invited to provide
feedback on two outlets. The following table summarizes responses by role.
Cafeteria survey: Participation by role, 2009
Role Number invited Number of submissions Participation rate
Staff 1,149 243 21%
Student 10,974 635 6%
Total 12,123 8841 7%
Overall 884 individuals completed the survey; of these, 73 rated an additional outlet for a total of 957 responses,
comparable to the 978 received in 2008. More people gave feedback on the Campus Caf this year than last (626
compared to 455). In 2009, nearly two-thirds of responses pertained to Campus Caf (65%), compared to just under
half in 2008 (47%); 16% gave feedback on the Urban Diner, compared to 24% in 2008; 15% gave feedback on
Helmut Huber Cook Training/Culinary Arts Cafeteria compared to 19% in 2008; and only 41 respondents (4%) gave
feedback on the Java Express this year, less than half of the 101 (10%) in 2008.
Responses per food outlet, 2008 and 2009
2009 2008
Outlet N % N %
Campus Caf 626 65% 455 47%
Urban Diner 148 16% 238 24%
Helmut Huber Cook Training/Culinary Arts Cafeteria 142 15% 184 19%
Java Express 41 4% 101 10%
TOTAL 957 100% 978 100%
1 Four individuals were both students and employees, while two did not specify their status.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 2 MAY 2009
A COMMENT ON FOOD PRICES According to Statistics Canada, food prices rose significantly and rapidly in the early part of 2009. For example,
Canada-wide prices for Food purchased from stores rose by just under 9% between February 2008 and February
2009; fresh vegetables became 26% more expensive, bakery/cereal product prices rose by 10%, and meat prices
rose by 6%. Similar results can be seen for British Columbia alone.2
2 The Daily, March 19, 2009, Statistics Canada Catalogue 11-001-XIE (Français 11-001-XIF) ISSN 1205-9137. Consumer Price
Index, food, by province (monthly) (British Columbia), for March 2009 indicated a 9.9% increase in prices of Food purchased from stores and a 3.5% rise in the price of Food purchased from restaurants between March 2008 and March 2009. This compared to an overall rise in prices of 1.1%, a drop in Transportation prices of 4.4% and a drop in Energy prices of 9.6%. Source: Statistics Canada, http://www40.statcan.ca/l01/cst01/cpis08k-eng.htm, retrieved 08 May 2009.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 3 MAY 2009
DEMOGRAPHIC PROFILE This section profiles all of those who completed the survey; similar profiles are provided for those who gave
feedback on each of the four outlets. 3
Almost three-quarters of those who responded are students (72%), while the remaining 28% are employees.4
Nearly one-third of respondents have been at Camosun College less than a year (30%), while nearly half have been
here 1 to 4 years (48%). A further 10% have been at Camosun 5 to 9 years and another 13%, 10 years or more.
Length of time at Camosun College
N %
Less than a year 258 29.6
1 to 4 years 422 48.3
5 to 9 years 83 9.5
10 years or more 110 12.6
Total 873 100.0
About one-third of both students (34%) and employees (36%) responding to the survey have Interurban as their
primary campus. About two-thirds of students (65%) are at Lansdowne, while 59% of employees are primarily at
that campus. Very small groups are at both campuses.
Campus by role
n Student Employee Both Total
Interurban 301 34% 36% 0% 34%
Lansdowne 560 65% 59% 50% 63%
Both 19 1% 5% 50% 2%
VCM 2 0% 0% 0% 0%
Total 882 100% 100% 100% 100%
3 This report covers Aramark’s three outlets – Campus Caf, Urban Diner, and Java Express. Helmut Huber Cook
Training/Culinary Arts Cafeteria is covered in a separate report, available on the College website or from Ancillary Services. 4 A very small group (less than 1%) are both students and employees.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 4 MAY 2009
THE COFFEE QUESTION Members of the campus community who provided feedback on the Campus Caf at Lansdowne Campus were also
asked the following question:
Camosun is hoping to offer a separate coffee shop on the Lansdowne campus. If we do this, the
Starbucks would be removed from the Campus Caf. We would like to know what the preferred
brand of coffee would be. Please choose one: Serious Coffee; Salt Spring Island Coffee;
Starbucks Coffee; Other (please specify).
The College has considerable leeway in its decision, as, of the 547 responders, 72% support a local
brand of one stripe or another, including one-third (33%) who favour Salt Spring Island Coffee, just over
one-quarter (27%) who prefer Serious Coffee, 11% who either favour any local brand—described by
adjectives such as fair trade, shade-grown, organic, locally roasted, etc.—or a specific local provider.5
Just under one-fifth (18%) would like to see Starbucks. An additional 8% wrote in Tim Hortons, while 2%
wrote in other non-local brands.6
Some individuals—including non-coffee drinkers—provided further comments. Several have alternative ideas for
the proposed new outlet, such as a food court or salad bar, and others are tea-drinkers or would like alternative
beverages. Some would like to see the outlet be campus owned and operated, while some are sensitive to price.
Other comments on alternative coffee
as long as they have 2% or skim milk
does not matter anything will be better
doesn't matter as long as its brewed right (don't be frugal with the beans)
Don't care so much about coffee, if they offered reasonable soup and sandwich.
Get new cashier staff please and it won't matter
I don’t drink coffee so it might be nice to have something that isn’t coffee
I don't think there should be brand name coffee having a monopoly in Camosun.
Interesting teas, herbal teas, more non coffee beverage selections
Just a good blend at a reasonable price.
keep existing outlet too (2)
No preference, but nothing that will soar the price!
not Starbucks (4); not Serious (2)
Saltspring Island is a local business. Campus Owned and Operated, Profits return
Starbucks full-service with lounge (2)
whichever has good, but cheapest coffee
who cares about coffee, get a serious food court in there!
Why not set up a fresh organic salad bar instead? I would eat there lots!
5 Local brands mentioned include: Any fair trade/shade-grown/organic/locally roasted coffee (22); Level Ground (9); Fernwood
Coffee (8); Discovery Coffee (7); Kicking Horse (4); Café Fantastico (4); Black Stilt (3); 2% Jazz (2); Fresh Cup; Mirage; Mocha
House. 6 Non-local brands mentioned include Blenz (2); Illy (2); Canterbury (2); Second Cup (2); Lavazza; Colombian; Café Umbria.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 5 MAY 2009
Preferred brands of coffee
N %
Salt Spring Island Coffee 181 33%
Serious Coffee 149 27%
Starbucks Coffee 99 18%
Any local, or other specified local brands (<10 each)
62 11%
Tim Hortons 45 8%
Other non-local brands 11 2%
Total 547 100%
Local brand72%
Non-local brand28%
Coffee preference: Local or non-local
Salt Spring Island Coffee
33%
Serious Coffee27%
Starbucks Coffee
18%
Other local brands (<10
each)
12%
Tim Hortons8%
Other non-local brands
2%
Coffee brand preference
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 6 MAY 2009
OVERVIEW: SATISFACTION WITH THE FOUR FOOD OUTLETS The following table and chart indicate that customers of Helmut Huber Cook Training/Culinary Arts Cafeteria have
the highest satisfaction levels of all four outlets: Four out of five (82%) Helmut Huber Cook Training/Culinary Arts
Cafeteria customers are either very satisfied (52%) or somewhat satisfied (30%). Java Express has the next most
satisfied clientele; 61% are either very satisfied (28%) or somewhat satisfied (33%). Java Express also has the
largest group of neutral customers (26%).
Nearly half of Urban Diner patrons (49%) are either very satisfied (16%) or somewhat satisfied (33%). At Campus
Caf, 40% are either very satisfied (10%) or somewhat satisfied (30%), while 47% are either somewhat dissatisfied
(27%) or very dissatisfied (20%).
Very
satisfied Somewhat satisfied
Neutral Somewhat dissatisfied
Very dissatisfied
Total
Campus Caf N 60 185 81 165 126 617
% 9.7% 30.0% 13.1% 26.7% 20.4% 100.0%
Urban Diner N 24 49 21 35 19 148
% 16.2% 33.1% 14.2% 23.6% 12.8% 100.0%
Helmut Huber Cook Training/ Culinary Arts Cafeteria
N 74 43 9 13 2 141
% 52.5% 30.5% 6.4% 9.2% 1.4% 100.0%
Java Express N 11 13 10 4 1 39
% 28.2% 33.3% 25.6% 10.3% 2.6% 100.0%
Total N 169 290 121 217 148 945
% 17.9% 30.7% 12.8% 23.0% 15.7% 100.0%
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 7 MAY 2009
METHODS OF ANALYSIS AND IMPLICATIONS FOR MANAGEMENT For each outlet, ratings of overall satisfaction and year-over-year improvement are presented below, along with
main reasons clients patronize the outlet. Respondents also rated a number of aspects of the four outlets in terms
of Quality and Variety, Service, Value for Money, and Surroundings on both their Satisfaction levels (Very satisfied
to Very dissatisfied) and Importance (Very important to Not at all important). These results are analyzed two ways
for each outlet—a “gap analysis” and a grading scheme—both of which have implications for management action.
GAP ANALYSIS
The gap between the two ratings (Importance minus Satisfaction) displays which aspects are of most urgency to
customers and hence management:7 A positive gap indicates that Satisfaction exceeds Importance, signifying
strength. On the other hand, the larger the negative gap, the higher the priority for management intervention,
whether improved communication, marketing or service changes.
7 Using the cafeteria survey’s 5-point scale, the maximum negative gap would be -4 (Very important-Very
dissatisfied) while the maximum positive gap would be 4 (Not at all important-Very satisfied). A zero rating could result from several combinations, for example, Very important-Very satisfied and Not at all important-Very dissatisfied.
10%
16%
52%
28%30%
33%30%
33%
13% 14%
6%
26%27%
24%
9% 10%
20%
13%
1%3%
%
10%
20%
30%
40%
50%
60%
Campus Caf Urban Diner Helmut Huber Java Express
Overall satisfaction highest with Helmut Huber
Very satisfied Somewhat satisfied Neutral Somewhat dissatisfied Very dissatisfied
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 8 MAY 2009
MANAGEMENT ACTION MATRIX
To provide suggested actions for management and to enable comparisons to earlier years, the
satisfaction/importance approach developed at the University of Central England (now Birmingham City
University)8 was again used for the cafeteria survey. This method assigns survey outcomes to actionable results
based on a grid that compares average satisfaction and average importance scores. Each square on the grid
corresponds to a management action appropriate to the level of satisfaction and importance. The table below
shows the different ratings, the recommended management action associated with each, and the corresponding
mean values for a five point scale survey (where 1=Very satisfied or Very important and 5=Very dissatisfied or Not
at all important). For example, if average satisfaction with cleanliness equals 3.5 and average importance equals
1.5, that item would fall in the “D” cell, meaning action on cleanliness has a high priority. Capital letters indicate
high importance to clients while letters in parentheses indicate items of lower importance.
8 The Centre for Research into Quality at the University of Central England (now Birmingham City University) describes the
satisfaction approach the following way, “Designed from the outset as a management information tool, the approach integrates
student views into management strategic decision-making. It has been emulated and adapted by higher and further education
institutions in Britain, New Zealand, Sweden, Australia and Poland. At UCE, the student and staff satisfaction surveys are used
by decision makers as a management tool, shaping policy at an institutional level.”
http://www0.bcu.ac.uk/crq/ucestudentsat.htm, 8 February 2008.
Very dissatisfied
Somewhat
dissatisfied Neutral
Somewhat
satisfied
Very
satisfied
Very
important E: Urgent need
for immediate
action
D: Action in this
area has a high
priority
C: This area to be
targeted for future
improvement
B: Ensure no
slippage,
improve where
possible
A: Maintain
excellent
standards
1.00
Important e: Action to
substantially
improve this
area
d Target this area
for improvement
c Ensure no
slippage
b Maintain
standards
a Avoid
overkill
1.79
Not so
important
(e) Improve
where resources
permit
(d) Ensure no
further slippage
(c) Restrict
attention
(b) Maintain
standards
where possible
(a) No need
for action
here
2.14
5.00
3.75
3.04
2.68
1.96
5.00
1.00
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 9 MAY 2009
CAMPUS CAF RESULTS
CAMPUS CAF: DEMOGRAPHICS
Almost three-quarters of the 626 respondents who evaluated Campus Caf are students (73%), while the remaining
27% are employees.9 Nearly one-third of respondents have been at Camosun College less than a year (30%), while
half have been here 1 to 4 years (50%). A further 9% have been at Camosun 5 to 9 years and another 11%, 10 years
or more.
Length of time at Camosun College
N %
Less than a year 184 29.8
1 to 4 years 309 50.1
5 to 9 years 53 8.6
10 years or more 71 11.5
Total 617 100.0
Most students (87%) and employees (84%) providing feedback on Campus Caf have Lansdowne as their primary
campus.
Campus by role
n Student Employee Both Total
Interurban 73 12% 12% 0% 12%
Lansdowne 538 87% 84% 50% 86%
Both 12 0.7% 4% 50% 2%
VCM 2 0.4% 0% 0% 0.3%
Total 625 100% 100% 100% 100%
9 A very small group (less than 1%) are both students and employees.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 10 MAY 2009
OVERALL SATISFACTION WITH CAMPUS CAF
6%
36%
11%
30%
17%
6%
34%
15%
25%
20%
6%
25%
18%
33%
17%
10%
30%
13%
27%
20%
0%
10%
20%
30%
40%
50%
60%
Very satisfied Somewhat satisfied
Neutral Somewhat dissatisfied
Very dissatisfied
Campus Caf satisfaction: A slight uptick
2005 2006 2008 2009
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 11 MAY 2009
CAMPUS CAF: IMPROVEMENT
4%
19%
61%
13%
4%
12%
24%
34%
20%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Much improved Somewhat improved
About the same Somewhat worse Much worse
Campus Caf year over year improvement: Split opinion
2008 2009
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 12 MAY 2009
CAMPUS CAF: REASONS FOR PATRONIZING
Convenience is once again the foremost reason for choosing to buy food or beverages at the Campus Caf (chosen
by 85% of respondents in 2009 compared to 81% in 2008). The numbers citing food quality and food variety have
doubled (quality rose from 6% in 2008 to 12% in 2009 and variety rose from 4% to 9%).
5%
7%
8%
9%
9%
11%
12%
85%
4%
5%
9%
4%
10%
8%
6%
81%
7%
5%
5%
6%
14%
7%
75%
9%
9%
26%
7%
84%
Surroundings
Service
Price
Food variety
Other
No other choice
Food quality
Convenience
Reasons for choosing the Campus Caf
2005
2006
2008
2009
“…tastes good. Fresh and healthy, for the most part.”
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 13 MAY 2009
CAMPUS CAF: FREQUENCY OF PURCHASE
Options provided were: Daily; Frequently, at least once a week; Occasionally, a few times a month; Rarely, a couple
of times a year or less
CAMPUS CAF: USUAL AMOUNT SPENT
25%
41%
24%
11%
Daily
Frequently
Occasionally
Rarely
How often do you buy food or beverages at Campus Caf?
41%
53%
6%
Less than $5.00
$5.00 to $9.99
$10 or more
How much do you usually spend daily at Campus Caf?
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 14 MAY 2009
CAMPUS CAF: WHAT DO YOU LIKE BEST?
Campus Caf clients made numerous comments when asked “What
do you like best about Campus Caf?” A summary appears in chart
form below. Food choices and variety are the most popular aspects
of Campus Caf, followed by the friendliness and efficiency of staff.
The coffee selection, especially, got favourable reviews. A small
group liked “nothing” about Campus Caf, not even availability.
8
13
18
19
20
22
30
38
41
95
100
170
other
green initiatives
value
hours
food quality/freshness/taste/presentation
fast/efficient/flow
nothing
ambiance/seating/organization/cleanliness
coffee, tea, other beverages
available/convenient
staff friendly/efficient
food choices/variety
"Like best" about Campus Caf
“Better food variety and healthier choices than before”
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 15 MAY 2009
CAMPUS CAF: WHAT WOULD YOU RECOMMEND TO MAKE YOUR EXPERIENCE BETTER?
Campus Caf clients also made numerous recommendations that would make their experience better. A summary
appears in chart form below. Better value tops the list, followed by Improved food choices, quality and variety and
Better customer service, traffic flow and speed of service.
7
8
13
14
21
27
40
55
69
108
129
239
espresso
more sustainable practices
keep food well-stocked
better atmosphere/seating
better hours
other
cleanliness/food safe
better info/accom spl dietary needs
fresher/healthier/more local
better cust svc/traffic flow/speed
improved food choices/quality/variety
better value
Recommendations for Campus Caf
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 16 MAY 2009
CAMPUS CAF: GAP ANALYSIS
This analysis combines the importance customers place on a given aspect with their satisfaction levels regarding
that particular aspect. The gap between the two ratings (Importance minus Satisfaction) displays which aspects are
of most urgency to customers and hence management.10 Positive gaps (of which there are none in the present
analysis) indicate that Satisfaction exceeds Importance, signifying strengths to varying degrees. On the other hand,
the larger the negative gap, the higher the priority for management intervention, whether improved
communication, marketing or service changes.
The actual mean (average) values for satisfaction and importance on each of the aspects are provided in the next
section, entitled “Report Card”.
For Campus Caf, the three price variables (Price of food portions, Price matches quality, Price compared to off-
campus outlets) suffer from the largest gaps between importance and satisfaction in the mind of the average
customer. In other words, on average, importance is high while average satisfaction is low for each of the three
price factors. “Healthy options” is the next priority, according to this analysis, followed by Taste, Freshness, Daily
variety, Ingredients and Cleanliness of eating area.
10 Using the cafeteria survey’s 5-point scale, the maximum negative gap would be -4 (Very important-Very
dissatisfied) while the maximum positive gap would be 4 (Not at all important-Very satisfied). A zero rating could result from several combinations, for example, Very important-Very satisfied and Not at all important-Very dissatisfied.
“Better food, cheaper, and more available. I would like to see more options like the yogurt parfait thing, but it is so expensive…..”
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 17 MAY 2009
-0.14
-0.28
-0.48
-0.48
-0.53
-0.58
-0.63
-0.63
-0.71
-0.72
-0.77
-0.77
-0.81
-0.85
-0.93
-1.01
-1.02
-1.04
-1.09
-1.19
-1.33
-1.37
-1.38
-1.42
-1.70
-2.30
-2.42
-2.59
-3.00 -2.50 -2.00 -1.50 -1.00 -0.50 0.00 0.50 1.00
Presentation
Availability of Coffee
Seating and Furniture
Speed of Food Preparation
Ambiance of Eating Area
Hours of Operation
Support College Initiatives
Speed of Payment
Number of Staff
Cleanliness Food Prep Area
Timely Resolution of Problems
Staff Friendliness
Availability Made-to-Order Food
Responsiveness to Special Requests
Size of Food Portions
Cleanliness Condiment Area
Availability Premade Food
Seasonal Variety
Cooking Methods
Cleanliness Eating Area
Ingredients
Daily Variety
Freshness
Taste
Healthy Options
Prices Compared with Off-campus
Price Matches Quality
Price of Food Portions
Campus Caf: Gap between Importance and Satisfaction
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 18 MAY 2009
CAMPUS CAF: REPORT CARD, 2009
The following table summarizes the mean for both Satisfaction and Importance on each aspect of the Campus Caf11
and the corresponding letter rating for 2009.12
CAMPUS CAF, 2009 Satisfaction (mean) Importance (mean) 2009 rating
QU
ALI
TY A
ND
VA
RIE
TY Taste 2.72 1.29 C
Freshness 2.58 1.19 B
Presentation 2.57 2.43 (b)
Ingredients used 2.84 1.51 C
Cooking methods (baked, fried) 2.80 1.73 C
Availability of healthy food options 3.06 1.36 D
Variety of seasonal main course items 3.19 2.21 (d)
Variety of daily main course items 3.28 1.97 d
SER
VIC
E
Staff friendliness 2.29 1.52 B
Number of staff 2.49 1.79 B
Speed of food preparation 2.15 1.71 B
Speed of payment 2.37 1.73 B
Responsiveness to special food requests 2.78 2.21 (c)
Timely resolution of problems 2.75 2.10 c
Support of College initiatives and events 2.92 2.41 (c)
Hours of operation 2.31 1.74 B
Availability of coffee throughout the day 2.14 2.19 (b)
Availability of made-to-order food throughout day 2.75 2.01 c
Availability of pre-made foods throughout the day 2.85 1.87 c
VA
LUE
FOR
M
ON
EY Size of food portions 2.51 1.56 B
Price of food portions 3.84 1.25 E
Price matches quality 3.67 1.24 D
Prices compared with off-campus food outlets 3.76 1.48 E
SUR
RO
UN
DIN
GS Cleanliness of eating area 2.62 1.42 B
Cleanliness of condiment area 2.59 1.59 B
Cleanliness of food preparation area 2.03 1.30 B
Seating and furniture 2.48 2.01 b
Ambiance of eating area 2.83 2.32 (c)
11
The scales run from 1 to 5, where 1=Very satisfied or Very important and 5=Very dissatisfied or Not at all important. 12
Refer to the Management Action Matrix on page 8 for an explanation of each rating.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 19 MAY 2009
CAMPUS CAF: SUGGESTED ACTIONS, 2009
The following table summarizes the management actions associated with the Campus Caf’s ratings. Items in the
upper left corner—price of food portions and prices compared with off-campus food outlets, as well as availability
of healthy food options and price matches quality—are the highest priority for management action, which may
include communication.
E: Urgent need for
immediate action
Price of food
portions
Prices compared with
off-campus food
outlets
D: Action in this
area has a high
priority
Availability of
healthy food options
Price matches
quality
C: This area to be targeted for
future improvement
Taste
Ingredients used
Cooking methods (baked,
fried)
B: Ensure no slippage,
improve where possible
Freshness
Staff friendliness
Number of staff
Speed of food preparation
Speed of payment
Hours of operation
Size of food portions
Cleanliness of eating area;
condiment area; food
preparation area
A: Maintain
excellent
standards
N/A
e: Action to
substantially
improve this area
N/A
d: Target this area
for improvement
Variety of daily main
course items
c: Ensure no slippage
Timely resolution of problems
Availability of made-to-order
food and pre-made foods
throughout the day
b: Maintain standards
Seating and furniture
a: Avoid
overkill
N/A
(e): Improve where
resources permit
N/A
(d): Ensure no
further slippage
Variety of seasonal
main course items
(c): Restrict attention
Responsiveness to special food
requests
Support of College initiatives
and events
Ambiance of eating area
(b): Maintain standards
where possible
Presentation
Availability of coffee
throughout the day
(a): No need
for action here
N/A
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 20 MAY 2009
CAMPUS CAF: RATINGS COMPARED TO PREVIOUS YEARS
Overall, Campus Caf has stayed the course in 2009, although ratings are higher for Freshness, Presentation, Cooking methods, Ingredients used, Speed of payment, and Number of staff. Declines in several ratings bear mentioning, including Price of food portions, Prices compared to off-campus food outlets, and Ambiance of eating area.
RATINGS DIRECTION OF
CHANGE 2005 2006 2008 2009
QU
ALI
TY A
ND
VA
RIE
TY
Freshness B C C B ↑ ↑ Taste C C C C ↔
Presentation (c) (c) (c) (b) ↑
Cooking methods (baked, fried, deep fried) C D D C ↑
Ingredients used C D D C ↑
Availability of healthy food options D D D D ↔
Variety of daily main course items c d d d ↔
Variety of seasonal main course items available c (d) (d) (d) ↔
SER
VIC
E
Staff friendliness B B B B ↔
Speed of food preparation C C B B ↔
Availability of coffee throughout the day B B b (b) ↔
Hours of operation B B b B ↔
Speed of payment C C C B ↑
Availability of made-to-order food throughout the day C c c c ↔
Timely resolution of problems c c c c ↔
Availability of pre-made foods throughout the day D c c c ↔
Support of college initiatives and events (b) (c) (c) (c) ↔
Responsiveness of special food requests c c (c) (c) ↔
Number of staff C D D B ↑
VA
LUE
FOR
M
ON
EY
Size of food portions B C B B ↔
Prices compared with off-campus food outlets D D C E ↓
Price of food portions D D D E ↓
Price matches quality D D D D ↔
SUR
RO
UN
DIN
GS Cleanliness of food preparation area B B B B ↔
Cleanliness of eating area B C B B ↔
Cleanliness of condiment area B C B B ↔
Seating and furniture b b b b ↔
Ambiance of eating area b b (b) (c) ↓
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 21 MAY 2009
URBAN DINER RESULTS
URBAN DINER: DEMOGRAPHICS
More than three-quarters of the 148 respondents who evaluated Urban Diner are students (80%), while the
remaining 20% are employees. Just over one-quarter of those offering feedback on Urban Diner have been at
Camosun College less than a year (27%), while more than half have been here 1 to 4 years (52%). A further 10%
each have been at Camosun 5 to 9 years or 10 years or more.
Length of time at Camosun College
N %
Less than a year 40 27.4
1 to 4 years 76 52.1
5 to 9 years 15 10.3
10 years or more 15 10.3
Total 146 100.0
Most students (92%) and employees (80%) providing feedback on Urban Diner have Interurban as their primary
campus.
Campus by role
N Student Employee Total
Interurban 132 92% 80% 90%
Lansdowne 13 6% 20% 9%
Both 2 2% 0% 1%
Total 147 100% 100% 100%
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 22 MAY 2009
OVERALL SATISFACTION WITH URBAN DINER
31%
51%
9% 8%
2%
28%
47%
11% 11%
2%
36%
43%
11%
6%4%
16%
33%
14%
24%
13%
0%
10%
20%
30%
40%
50%
60%
Very satisfied Somewhat satisfied
Neutral Somewhat dissatisfied
Very dissatisfied
Urban Diner satisfaction drops significantly
2005 2006 2008 2009
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 23 MAY 2009
URBAN DINER: IMPROVEMENT
URBAN DINER: REASONS FOR PATRONIZING
Convenience has become an even more important reason for choosing the Urban Diner (86% in 2009 compared to
79% in 2008). The surroundings are cited as a reason nearly twice as often in 2009 (13% compared to 7% in 2008);
price, however, is cited as a reason only half as often (16% in 2009 vs. 31% in 2008). More than one in ten
customers (11%) volunteer that they go to the Urban Diner mainly because of lack of other options on campus.
13%
29%
49%
6%
3%
16%
19%
38%
15%
11%
0%
10%
20%
30%
40%
50%
60%
Much improved Somewhat improved
About the same Somewhat worse Much worse
Urban Diner year over year improvement: Another split opinion
2008 2009
“Because it is the only spot on campus to get food after 1:30 (bookstore doesn't count)”
“coffee is good and readily available”
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 24 MAY 2009
URBAN DINER: FREQUENCY OF PURCHASE
Options provided were: Daily; Frequently, at least once a week; Occasionally, a few times a month; Rarely, a
couple of times a year or less.
URBAN DINER: USUAL AMOUNT SPENT
10%
42%
34%
13%
Daily
Frequently
Occasionally
Rarely
How often do you buy food or beverages at Urban Diner?
34%
60%
6%
Less than $5.00
$5.00 to $9.99
$10 or more
How much do you usually spend daily at Urban Diner?
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 25 MAY 2009
URBAN DINER: WHAT DO YOU LIKE BEST?
Urban Diner clients made numerous comments when asked “What do you like best about Urban Diner?” A
summary appears in chart form below. Food choices and variety are the most popular aspects of Urban Diner,
followed by Hours open. Availability/convenience was also high on the list. A small group liked “nothing” about
Urban Diner, not even availability.
2
3
4
6
8
8
9
11
16
22
29
31
green initiatives
made-to-order/accommodating
value
food quality/freshness/taste/presentation
coffee, tea, other beverages
nothing
ambiance/seating/organization/cleanliness
fast/efficient/flow
staff friendly/efficient
available/convenient
hours
food choices/variety
"Like best" about Urban Diner
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 26 MAY 2009
URBAN DINER: WHAT WOULD YOU RECOMMEND TO MAKE YOUR EXPERIENCE BETTER?
Urban Diner clients also made numerous recommendations that would make their experience better. A summary
appears in chart form below. Better value tops the list, followed by Improved food choices, quality and variety.
4
4
7
8
10
11
15
15
16
34
44
more sustainable practices
other
keep food well-stocked
better hours
better atmosphere/seating
cleanliness/food safe
better cust svc/traffic flow/speed
better info/accom spl dietary needs
fresher/healthier/more local
improved food choices/quality/variety
better value
Recommendations for Urban Diner
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 27 MAY 2009
URBAN DINER: GAP ANALYSIS
This analysis combines the importance customers place on a given aspect with their satisfaction levels regarding
that particular aspect. The gap between the two ratings (Importance minus Satisfaction) displays which aspects are
of most urgency to customers and hence management.13 Positive gaps indicate that Satisfaction exceeds
Importance, signifying strength. On the other hand, the larger the negative gap, the higher the priority for
management intervention, whether improved communication, marketing or service changes.
The actual mean (average) values for satisfaction and importance on each of the aspects are provided in the next
section, entitled “Report Card”.
The gap profile for Urban Diner is similar to that for Campus Caf. The three price variables (Price of food portions,
Price matches quality, Price compared to off-campus outlets) suffer from the largest gaps between importance and
satisfaction in the mind of the average customer. In other words, on average, importance is high while average
satisfaction is low for each of the three price factors. “Healthy options” is the next priority, according to this
analysis, followed by Freshness, Taste, Ingredients, Daily variety, Cleanliness of eating area, and Timely resolution
of problems.
On the positive side, customers are fairly satisfied with Speed of payment, i.e. there is a positive gap.
13 Using the cafeteria survey’s 5-point scale, the maximum negative gap would be -4 (Very important-Very
dissatisfied) while the maximum positive gap would be 4 (Not at all important-Very satisfied). A zero rating could result from several combinations, for example, Very important-Very satisfied and Not at all important-Very dissatisfied.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 28 MAY 2009
0.28
-0.10
-0.12
-0.16
-0.25
-0.28
-0.45
-0.49
-0.63
-0.70
-0.71
-0.73
-0.82
-0.85
-0.87
-0.88
-0.89
-0.93
-1.02
-1.09
-1.18
-1.20
-1.26
-1.27
-1.54
-1.90
-2.12
-2.15
-2.50 -2.00 -1.50 -1.00 -0.50 0.00 0.50 1.00
Speed of Payment
Number of Staff
Presentation
Ambiance of Eating Area
Availability of Coffee
Support College Initiatives
Seating and Furniture
Availability Made-to-Order Food
Speed of Food Preparation
Size of Food Portions
Hours of Operation
Staff Friendliness
Availability Premade Food
Responsiveness to Special Requests
Cleanliness of Food Prep Area
Seasonal Variety
Cooking Methods
Cleanliness of Condiment Area
Timely Resolution of Problems
Cleanliness of Eating Area
Daily Variety
Ingredients
Taste
Freshness
Healthy Options
Prices Compared with Off-campus
Price of Food Portions
Price Matches Quality
Urban Diner: Gap between Importance and Satisfaction
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 29 MAY 2009
URBAN DINER: REPORT CARD, 2009
The following table summarizes the mean for both Satisfaction and Importance on each aspect of the Urban
Diner14
and the corresponding letter rating for 2009.15
URBAN DINER, 2009 Satisfaction
(mean) Importance
(mean) 2009 rating
QU
ALI
TY A
ND
VA
RIE
TY Taste 2.56 1.32 B
Freshness 2.52 1.25 B
Presentation 2.62 2.49 (b)
Ingredients used 2.76 1.58 C
Cooking methods (baked, fried) 2.78 1.86 c
Availability of healthy food options 3.10 1.64 D
Variety of seasonal main course items 3.26 2.56 (d)
Variety of daily main course items 3.24 2.19 (d)
SER
VIC
E
Staff friendliness 2.34 1.64 B
Number of staff 2.15 2.07 b
Speed of food preparation 2.18 1.58 B
Speed of payment 1.62 1.91 a
Responsiveness to special food requests 2.72 2.32 (c)
Timely resolution of problems 2.86 2.19 (c)
Support of College initiatives and events 2.90 2.82 (c)
Hours of operation 2.23 1.55 B
Availability of coffee throughout the day 2.10 2.20 (b)
Availability of made-to-order food throughout the day 2.43 2.01 b
Availability of pre-made foods throughout the day 2.72 1.99 c
VA
LUE
FOR
M
ON
EY Size of food portions 2.28 1.63 B
Price of food portions 3.36 1.30 D
Price matches quality 3.43 1.37 D
Prices compared with off-campus food outlets 3.43 1.62 D
SUR
RO
UN
DIN
GS Cleanliness of eating area 2.40 1.36 B
Cleanliness of condiment area 2.38 1.50 B
Cleanliness of food preparation area 2.15 1.33 B
Seating and furniture 2.48 2.08 b
Ambiance of eating area 2.47 2.41 (b)
14
The scales run from 1 to 5, where 1=Very satisfied or Very important and 5=Very dissatisfied or Not at all important. 15
Refer to the Management Action Matrix on page 8 for an explanation of each rating.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 30 MAY 2009
URBAN DINER: SUGGESTED ACTIONS, 2009
URBAN DINER: RATINGS COMPARED TO PREVIOUS YEARS
Ratings of 11 aspects of Urban Diner services are the same in 2008 as in 2009. Unfortunately, all other ratings have
declined, and no ratings have improved.
E: Urgent need for
immediate action
N/A
D: Action in this area
has a high priority
Availability of healthy
food options
Price of food portions
Price matches quality
Prices compared with
off-campus food
outlets
C: This area to be
targeted for future
improvement
Ingredients used
B: Ensure no slippage,
improve where possible
Taste
Freshness
Staff friendliness
Speed of food preparation
Hours of operation
Size of food portions
Cleanliness of eating area;
condiment area; food
preparation area
A: Maintain
excellent
standards
N/A
e: Action to
substantially
improve this area
N/A
d: Target this area for
improvement
N/A
c: Ensure no slippage
Cooking methods (baked,
fried)
Availability of pre-made
foods throughout the day
b: Maintain standards
Number of staff
Availability of made-to-
order food throughout the
day
Seating and furniture
a: Avoid overkill
Speed of
payment
(e): Improve where
resources permit
N/A
(d): Ensure no further
slippage
Variety of seasonal
main course items
Variety of daily main
course items
(c): Restrict attention
Responsiveness to special
food requests
Timely resolution of
problems
Support of College
initiatives and events
(b): Maintain standards
where possible
Presentation
Availability of coffee
throughout the day
Ambiance of eating area
(a): No need for
action here
N/A
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 31 MAY 2009
URBAN DINER: RATINGS 2005-2009
RATINGS DIRECTION OF
CHANGE 2005 2006 2008 2009
QU
ALI
TY A
ND
VA
RIE
TY
Freshness B B B B ↔
Taste A B B B ↔
Ingredients used B b B C ↓
Cooking methods (baked, fried, deep fried) b b b c ↓
Variety of daily main course items b c b (d) ↓
Presentation (b) (b) (b) (b) ↔
Variety of main course items available seasonally (b) (c) (b) (d) ↓
Availability of healthy food options B c C D ↓
SER
VIC
E
Speed of payment a a A a ↔
Staff friendliness A B A B ↓
Hours of operation A a A B ↓
Availability of made-to-order foods throughout the day b b A b ↓
Availability of coffee throughout the day A a a (b) ↓
Speed of food preparation B B B B ↔
Responsiveness to special food requests B (b) b (c) ↓
Timely resolution of problems B b b (c) ↓
Number of staff A B b B ↔
Availability of pre-made foods throughout the day B b b c ↓
Support of college initiatives and events b (b) (b) (c) ↓
VA
LUE
FOR
M
ON
EY
Size of food portions B B A B ↓
Price of food portions B B B D ↓
Prices compared with off-campus food outlets B B B D ↓
Price matches quality B B B D ↓
SUR
RO
UN
DIN
GS Cleanliness of food preparation area B B B B ↔
Cleanliness of eating area B B B B ↔
Cleanliness of condiment area B B B B ↔
Seating and furniture b b b b ↔
Ambiance of eating area b (b) (b) (b) ↔
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 32 MAY 2009
JAVA EXPRESS RESULTS
JAVA EXPRESS DEMOGRAPHICS
More than three-quarters of the 41 respondents who evaluated Java Express are students (78%), while the
remaining 22% are employees. It should be noted that this is a small sample size in absolute terms as well as
relative to last year, so results should be used with caution. More than one-third of the respondents have been at
Camosun College less than a year (36%), while 41% have been here 1 to 4 years, 10% have been here 5 to 9 years,
and 13% have been at the College 10 years or more.
Length of time at Camosun College
N %
Less than a year 14 35.9
1 to 4 years 16 41.0
5 to 9 years 4 10.3
10 years or more 5 12.8
Total 39 100.0
Most employees (89%) and students (66%) providing feedback on Java Express have Interurban as their primary
campus.
Campus by role
n Student Employee Total
Interurban 29 66% 89% 71%
Lansdowne 12 34% 11% 29%
Total 41 100% 100% 100%
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 33 MAY 2009
OVERALL SATISFACTION WITH JAVA EXPRESS
40%
53%
7%
0% 0%
39%
44%
11%
5%
1%
28%
33%
26%
10%
3%
0%
10%
20%
30%
40%
50%
60%
Very satisfied Somewhat satisfied
Neutral Somewhat dissatisfied
Very dissatisfied
Java Express satisfaction declines
2006 2008 2009
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 34 MAY 2009
JAVA EXPRESS: IMPROVEMENT
2%
32%
59%
7%
0%
26%
7%
52%
4%
11%
0%
10%
20%
30%
40%
50%
60%
70%
Much improved Somewhat improved
About the same Somewhat worse Much worse
Java Express: Considerable improvement over a year ago
2008 2009
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 35 MAY 2009
JAVA EXPRESS: REASONS FOR PATRONIZING
2%
2%
5%
5%
7%
15%
90%
18%
11%
19%
4%
19%
27%
91%
13%
13%
33%
7%
13%
27%
73%
Food variety
Surroundings
Service
Other
Food quality
Price
Convenience
Reasons for choosing Java Express
2006
2008
2009
Cookies. Super nice to have the service in the building, especially during awful weather.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 36 MAY 2009
JAVA EXPRESS: FREQUENCY OF PURCHASE
Options provided were: Daily; Frequently, at least once a week; Occasionally, a few times a month; Rarely, a couple
of times a year or less
JAVA EXPRESS: USUAL AMOUNT SPENT
15%
46%
23%
15%
Daily
Frequently
Occasionally
Rarely
How often do you buy food or beverages at Java Express?
62%
38%
Less than $5.00
$5.00 to $9.99
How much do you usually spend daily at Java Express?
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 37 MAY 2009
JAVA EXPRESS: WHAT DO YOU LIKE BEST?
The small number of people providing feedback on Java Express means that there were relatively few comments
when asked “What do you like best about Java Express?” A summary appears in chart form below. Availability and
convenience top the list, followed by Coffee, tea and other beverages and Staff friendly/efficient.
3
3
3
7
10
12
other
fast/efficient/flow
food choices/variety
staff friendly/efficient
coffee, tea, other beverages
available/convenient
"Like best" about Java Express
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 38 MAY 2009
JAVA EXPRESS: WHAT WOULD YOU RECOMMEND TO MAKE YOUR EXPERIENCE BETTER?
Java Express clients also made some recommendations that would make their experience better. A summary
appears in chart form below. Improved food choices, quality and variety tops the list, followed by Better hours and
Fresher/healthier/more local choices.
3
5
5
5
6
9
better cust svc/traffic flow/speed
other
better value
fresher/healthier/more local
better hours
improved food choices/quality/variety
Recommendations for Java Express
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 39 MAY 2009
JAVA EXPRESS: GAP ANALYSIS
This analysis combines the importance customers place on a given aspect with their satisfaction levels regarding
that particular aspect. The gap between the two ratings (Importance minus Satisfaction) displays which aspects are
of most urgency to customers and hence management.16 Positive gaps indicate that Satisfaction exceeds
Importance, signifying strength. On the other hand, the larger the negative gap, the higher the priority for
management intervention, whether improved communication, marketing or service changes.
The actual mean (average) values for satisfaction and importance on each of the aspects are provided in the next
section, entitled “Report Card”.
Similar to Campus Caf and Urban Diner, the three price variables (Price of food portions, Price matches quality,
Price compared to off-campus outlets) suffer from the largest gaps between importance and satisfaction in the
mind of the average customer. In other words, on average, importance is high average satisfaction is low for each
of the three price factors. Seasonal variety is the next priority, according to this analysis, followed by Freshness,
Ingredients, Taste, Hours of operation, Healthy options, Cleanliness of eating area, and Availability of premade
food.
On the positive side, customers are fairly satisfied with Speed of payment and Number of staff, i.e. there is a
positive gap. Furthermore, there is no gap between satisfaction and importance on Presentation.
16 Using the cafeteria survey’s 5-point scale, the maximum negative gap would be -4 (Very important-Very
dissatisfied) while the maximum positive gap would be 4 (Not at all important-Very satisfied). A zero rating could result from several combinations, for example, Very important-Very satisfied and Not at all important-Very dissatisfied.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 40 MAY 2009
0.24
0.13
0.00
-0.29
-0.42
-0.46
-0.50
-0.58
-0.65
-0.68
-0.71
-0.72
-0.73
-0.78
-0.79
-0.79
-0.79
-0.96
-1.05
-1.11
-1.12
-1.16
-1.17
-1.23
-1.24
-1.47
-1.74
-1.76
-2.00 -1.50 -1.00 -0.50 0.00 0.50
Speed of Payment
Number of Staff
Presentation
Speed of Food Preparation
Size of Food Portions
Staff Friendliness
Ambiance of Eating Area
Support College Initiatives
Cleanliness of Condiment Area
Seating and Furniture
Daily Variety
Cleanliness of Food Prep Area
Responsiveness to Special Requests
Timely Resolution of Problems
Availability Made-to-Order Food
Cooking Methods
Availability of Coffee
Availability Premade Food
Cleanliness of Eating Area
Healthy Options
Hours of Operation
Taste
Ingredients
Freshness
Seasonal Variety
Prices Compared with Off-campus
Price Matches Quality
Price of Food Portions
Java Express: Gap between Importance and Satisfaction
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 41 MAY 2009
JAVA EXPRESS: REPORT CARD, 2009
The following table summarizes the mean for both Satisfaction and Importance on each aspect of Java Express17
and the corresponding letter rating for 2009.18
JAVA EXPRESS, 2009 Satisfaction
(mean) Importance
(mean) 2009 rating
QU
ALI
TY A
ND
VA
RIE
TY Taste 2.53 1.42 B
Freshness 2.38 1.19 B
Presentation 2.33 2.28 (b)
Ingredients used 2.63 1.66 B
Cooking methods (baked, fried) 2.60 2.00 b
Availability of healthy food options 2.79 1.81 c
Variety of seasonal main course items 3.18 2.30 (d)
Variety of daily main course items 3.00 2.32 (c)
SER
VIC
E
Staff friendliness 2.03 1.57 B
Number of staff 1.90 2.00 a
Speed of food preparation 1.91 1.92 a
Speed of payment 1.52 1.76 A
Responsiveness to special food requests 2.60 2.44 (b)
Timely resolution of problems 2.56 2.04 b
Support of College initiatives and events 2.90 2.54 (c)
Hours of operation 2.65 1.53 B
Availability of coffee throughout the day 2.32 1.57 B
Availability of made-to-order food throughout the day 2.68 2.24 (c)
Availability of pre-made foods throughout the day 2.69 1.87 c
VA
LUE
FOR
M
ON
EY Size of food portions 2.19 1.74 B
Price of food portions 3.03 1.30 C
Price matches quality 3.22 1.47 D
Prices compared with off-campus food outlets 3.19 1.88 d
SUR
RO
UN
DIN
GS Cleanliness of eating area 2.39 1.54 B
Cleanliness of condiment area 2.20 1.59 B
Cleanliness of food preparation area 2.00 1.39 B
Seating and furniture 2.68 1.96 c
Ambiance of eating area 3.00 2.39 (c)
17
The scales run from 1 to 5, where 1=Very satisfied or Very important and 5=Very dissatisfied or Not at all important. 18
Refer to the Management Action Matrix on page 8 for an explanation of each rating.
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 42 MAY 2009
JAVA EXPRESS: SUGGESTED ACTIONS, 2009
JAVA EXPRESS: RATINGS COMPARED TO PREVIOUS YEARS
Ratings of 12 aspects of Java Express service remain the same in 2009 as in 2008. The rating of Number of staff has improved. A number of aspects now have lower ratings: Freshness, Taste, Availability of healthy food options, Variety of daily and seasonal main course items, Availability of made-to-order and pre-made foods throughout the
E: Urgent need for
immediate action
N/A
D: Action in this area
has a high priority
Price matches quality
C: This area to be
targeted for future
improvement
Price of food portions
B: Ensure no slippage,
improve where possible
Taste
Freshness
Ingredients used
Staff friendliness
Hours of operation
Availability of coffee
throughout the day
Size of food portions
Cleanliness of eating area;
condiment area; food
preparation area
A: Maintain
excellent
standards
Speed of
payment
e: Action to
substantially
improve this area
N/A
d: Target this area for
improvement
Prices compared with
off-campus food
outlets
c: Ensure no slippage
Availability of healthy
food options
Availability of pre-made
foods throughout the
day
Seating and furniture
b: Maintain standards
Cooking methods (baked,
fried)
Timely resolution of
problems
a: Avoid overkill
Number of staff
Speed of food
preparation
(e): Improve where
resources permit
N/A
(d): Ensure no further
slippage
Variety of seasonal
main course items
(c): Restrict attention
Variety of daily main
course items
Support of College
initiatives and events
Availability of made-to-
order food throughout
the day
Ambiance of eating area
(b): Maintain standards
where possible
Presentation
Responsiveness to special
food requests
(a): No need for
action here
N/A
CAMOSUN COLLEGE FOOD SERVICES SURVEY: URBAN DINER, CAMPUS CAF, AND JAVA EXPRESS
PAGE | 43 MAY 2009
day, Support of College initiatives and events, and all four Value for Money aspects: Size of food portions, Price matches quality, Prices compared with off-campus food outlets, and Price of food portions.
JAVA EXPRESS: RATINGS 2006-2009
19 Because there were only 15 responses to the Java Express survey in 2006, the comparative results presented in this report should be viewed as indicative only. In no way are these comparisons presented as conclusive. The comparisons are provided solely to give feedback to the Java Express staff and management.
RATINGS DIRECTION
200619
2008 2009
QU
ALI
TY A
ND
VA
RIE
TY Freshness B A B ↓
Taste A A B ↓
Ingredients used B B B ↔
Cooking methods (baked, fried, deep fried) b B b ↔
Availability of healthy food options C B c ↓
Variety of daily main course items b (b) (c) ↓
Presentation (a) (b) (b) ↔
Variety of seasonal main course items b (b) (d) ↓
SER
VIC
E
Speed of payment A A A ↔
Speed of food preparation a A a ↔
Staff friendliness A B B ↔
Number of staff a b a ↑
Timely resolution of problems A b b ↔
Availability of coffee throughout the day A b B ↔
Hours of operations b b B ↔
Availability of made-to-order foods throughout the day20
b b (c) ↓
Availability of pre-made foods throughout the day b b c ↓
Support of college initiatives and events (a) (b) (c) ↓
Responsiveness to special food requests (b) (b) (b) ↔
VA
LUE
FOR
M
ON
EY Size of food portions b A B ↓
Price matches quality b B D ↓
Prices compared with off-campus food outlets b B d ↓
Price of food portions B B C ↓
SUR
RO
UN
DIN
GS Cleanliness of food preparation area A A B ↓
Cleanliness of eating area b B B ↔
Cleanliness of condiment area B B B ↔
Seating and furniture (b) b c ↓
Ambiance of eating area (b) (b) (c) ↓
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